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20191215155124D5979 - TRSM6099 Sesi 4 Developing Hospitality Culture
20191215155124D5979 - TRSM6099 Sesi 4 Developing Hospitality Culture
• All organizations have a culture, whether or not anyone spends any time worrying
about it, shaping it, or teaching it.
• If the culture supports excellent service, then the members learn that providing
excellent service is what they are supposed to do. The stronger this cultural norm is
and the more the members accept and believe in it, the more likely it is that they will
try to do whatever they can to create and sustain service excellence.
The Manager's Most Important Responsibility
• These cultural teachings become beliefs about how things should be, values of
what has worth, and norms of behavior.
• They provide guidance to the culture's members as they interact with each other
and their customers.
• Many bureaucratic organizations believe that the best way to make sure
employees do the right thing in their jobs is to establish extensive rules and
regulations to cover every possible contingency.
• Ideally, there would be a rule for every possibility. Excellent hospitality
organizations, knowing that rules and procedures cannot cover everything,
spend their time defining and teaching the culture so that their employees will
know how they should act in treating their guests and one another.
• These organizations teach their employees as much as they can, then rely on
culture to fill in the inevitable gaps between what can be predicted and what
actually happens when guests enter the service setting.
• BELIEFS, VALUES, AND NORMS
Beliefs
Values are preferences for certain behaviors or certain outcomes over others.
Values define for the members what is right and wrong, preferred and not
preferred, desirable behavior and undesirable behavior. Obviously, values can
be a strong influence on employee behavior within an organizational culture. If
management sends a clear signal to all employees that providing good
customer service is an important value to the organization, then the employees
know they should adopt this value. They are more likely, consequently, to
behave in ways that ensure that the customer has a good service experience.
Norms
Norms are standards of behavior that define how people are expected to act
while part of the organization. The typical organization has an intricate set of
norms. Some are immediately obvious, and some require the advice and
counsel of veteran employees who have learned the norms over time by
watching what works and what doesn't work, what gets rewarded and what gets
punished.
Most outstanding hospitality organizations have norms of
greeting a guest warmly, smiling, and making eye contact
to show interest in the guest.
• Relating to one another inside the culture refers to how the members see
their collective mission, the ways they interact or interrelate with each other
to accomplish that mission, and the assumptions they should use in making
decisions about those things they control--their functional areas,
interpersonal relationships, and attitudes toward change and adaptation.